EMA winners: Best Trade Show/Exhibition

GOLD winner Ubisoft at ChinaJoy
Brand Ubisoft
Agency Freeman

ChinaJoy is Asia’s largest video game and digital entertainment fair showcasing 4,000 games from over 30 different markets across a 170,000sqm-space at the Shanghai New International Expo Centre. For their booth, video game company Ubisoft was looking to elevate their experience as an exhibitor.

Freeman saw an opportunity to combine live performances with online-to-offline new retail activations with a concept called ‘Unlock the Next Level’. This was done by designing areas for exclusive game previews, fan engagement via VR, mobile commerce, and immersive theatre experiences. To draw crowds, live shows were streamed via LCD screens in the booth and a live feed was kept alive for popular gaming video platform Douyu.

On top of that, cosplayers were engaged to create pre-event social buzz and participation in live shows through social media. The pop-up store was the designated exit for the Ubisoft booth where fans were encouraged to purchase items via Ubisoft’s WeChat mini app.